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An Onomastic Banquet of Intercultural Relations ; Практики именования в межкультурном аспекте
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For an intercultural dialogue: semantic evolution of the Kärcher brand name in discourse ; Pour un dialogue interculturel: évolution sémantique du Nom de Marque Kärcher dans le discours
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In: Anales de Filología Francesa; No. 29 (2021): Le monde connecté et les approches interculturelles: vers un nouveau paradigme des frontières?; 504-519 ; Anales de Filología Francesa; Núm. 29 (2021): Le monde connecté et les approches interculturelles: vers un nouveau paradigme des frontières?; 504-519 ; Anales de Filología Francesa; No 29 (2021): Le monde connecté et les approches interculturelles: vers un nouveau paradigme des frontières?; 504-519 ; 1989-4678 (2021)
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НЕЙМИНГОВАЯ ТЕХНОЛОГИЯ: ФУНКЦИИ ИНФОРМАТИВНОСТИ, КОММУНИКАТИВНОЙ РЕЗУЛЬТАТИВНОСТИ И РЕЧЕВОГО ВОЗДЕЙСТВИЯ НЕЙМОВ ...
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La lexiculture à l’épreuve de l’analyse de corpus : le nom de marque Ladurée ou le gage de culture
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Tonti, Michela (orcid:0000-0002-8260-0207). - : Peter Lang, 2019. : country:BE, 2019. : place:Bruxelles, 2019
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To blend so as to brand: a study of trademarks and brand names
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In: Lexis: Journal in English Lexicology, Vol 14 (2019) (2019)
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Análisis lingüístico y valoración de la eficacia de los nombres de marca de las ONG españolas ; Linguistic analysis and assessment of the effectiveness of spanish ngos brand names
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Brand Names in Military English. The link between two worlds
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In: Lingue e Linguaggi; Volume 22 (2017) - Special Issue; 49-63 (2017)
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A joint linguistic-marketing analysis of brand and product names: the case of Unilever
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In: Lingue e Linguaggi; Volume 22 (2017) - Special Issue; 169-186 (2017)
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Marchionimi: nomi propri o nomi comuni? - Brand names: proper names or common nouns?
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In: Lingue e Linguaggi; Volume 22 (2017) - Special Issue; 97-111 (2017)
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I nomi dei vini italiani. Tra denominazioni di origine, marchi aziendali e marchi di prodotto - The names of Italian wines. Between designations of origin, trademarks and product brands
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In: Lingue e Linguaggi; Volume 22 (2017) - Special Issue; 113-136 (2017)
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Cases of brand name genericization in nautical English
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In: Lingue e Linguaggi; Volume 22 (2017) - Special Issue; 65-79 (2017)
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Brand Names in Military English: The Link between Two Worlds
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You see froot, you think fruit: examining the effectiveness of pseudohomophone priming
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Two Essays on the Effect of Alphanumeric Brand Names on Consumers’ Brand Related Decisions
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In: Doctoral Dissertations (2016)
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Abstract:
Because consumers tend to rely on simplifying heuristics to reduce processing and judgmental operations (Bettman, Johnson, and Payne 2008; Tversky and Kahneman 1974), they use brand names as a judgmental heuristic, a phenomenon commonly referred to as the brand name heuristic (Maheswaran, Mackie and Chaiken 1992). From this perspective, in recent years, the use of alphanumeric brand names has emerged as an interesting test case for the role of cognition in consumers’ brand evaluations in the Marketing field. Alphanumeric brand names consist of combinations of letters and numbers either in digit or word form (Pavia and Costa 1993), such as Coke Zero and Audi A4. Literature documents that consumers use alphanumeric brand names as cues for overall evaluation of brands and/or products (Gunasti and Ross 2010; King and Janiszewski 2011; Boyd 1985; Pavia and Costa 1993). I focus on how consumers’ number cognition, which is also influenced by the language they speak, and letter cognition affects their evaluation of brands that use alphanumeric brand names. Hence, the current dissertation presents two essays. The first essay, in seven experiments, delineates the effects of alpha and numeric components of alphanumeric brand names (ANBs), by demonstrating the effects of disparities in processing between letter and number sequences on consumers’ brand evaluations. The second essay, in seven studies across three languages, investigates the potential roles of two numeral system characteristics on consumers’ evaluations of alphanumeric brand names (ANB): (i) base, defined as the number of unique digits, including zero, used to represent numbers in a positional numeral system, and (ii) non-transparency, defined as lack of smooth correspondence of the number words with the number values. Results of multiple international studies indicate that the aforementioned linguistic properties in the numeral parts of ABNs create different perceptions of numerosity in quantitative comparisons and lead to differences in comparative evaluations of ANBs.
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Keyword:
alphanumeric brand names; brands; language; letter cognition; number cognition; numerosity
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URL: https://opencommons.uconn.edu/cgi/viewcontent.cgi?article=7321&context=dissertations
https://opencommons.uconn.edu/dissertations/1070
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Brand names of Portuguese medication: understanding the importance of their linguistic structure and regulatory issues
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Художественный универсум Стивена Кинга: имена собственные как средство создания достоверной реальности
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РАБКИНА НАДЕЖДА ВЛАДИМИРОВНА. - : Федеральное государственное образовательное учреждение высшего профессионального образования «Кемеровский государственный университет», 2015
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Sound Effects: Age, Gender, and Sound Symbolism in American English
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In: Student Research Symposium (2015)
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Effects of typographic variables on attitude measures in reading bilingual brands
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In: Graduate Theses and Dissertations (2014)
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La importancia del nombre de marca: revisión de la literatura ; The relevancy of brand names; al literature review
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